According to Reuters, Chinese has overtaken German as the world’s biggest spending travelers. The potential market is still rapidly growing. Last year, Chinese tourists spent 41 percent more on foreign travel than the year before. Here is the reason why outbound traveling destinations should harness Sina Weibo to engage Chinese tourists: In 2012, there were 62 million Weibo accounts related to traveling industry. How to understand those social media savvy Chinese tourists? What are they sharing on Sina Weibo? What are they looking for?